Cognac category unveils new visual identity

Cognac producers and negociants have collaborated with the Bureau National Interprofessionnel du Cognac (BNIC) to create a new brand identity for the Cognac appellation.

Cognac has rebranded with a new visual identity

Industry representatives selected the proposal from Be-Poles Studio, an agency based in Paris and in New York City. The new identity will roll out across all communication for the BNIC.

“We chose an inspiring identity, just as Cognac is inspiring,” said Vincent Chappe, member of the standing committee of the BNIC and president of its Communication Commission.

“It is both bold and flamboyant, illustrating a beautiful story about the Cognac appellation. The identity represents all the contributors who, together, produce our most proud creation – Cognac.”

Be-Poles Studio’s project was inspired by the high-end positioning of Cognac and its terroir. The historic typeface for the logo, Garamond, was created by the famous typographer Claude Garamond in the 16th century, when Charentes wine was being distilled to facilitate its transport to Northern Europe.

The Cognac region was officially defined in 1909 and covers the Charente-Maritime, a large part of the Charente and some smaller parts of Deux-Sèvres and the Dordogne.

Claire Caillaud, BNIC director of communication, added that the category’s new identity will “reinforce the image of a product with a guaranteed origin and authenticity and reaffirm its role within French vinous and gastronomic know-how”.

She added: “Authenticity, heritage and terroir are at the heart of the new identity; concepts that are central to today’s expectations of the current spirits market.”

Earlier this year, the BNIC revealed that Cognac exports increased for a third year running in the 1 August 2016 to 31 July 2017 period.